
When managing Google Ads campaigns, the type of keyword match you choose can make or break your ad performance. Understanding the different keyword match types—broad, phrase, and exact—is crucial for optimizing ads and maximizing your return on investment (ROI). Whether you aim to increase reach, improve relevance, or drive high-quality conversions, the right match type can ensure that your ads are seen by the right people at the right time, while minimizing wasted spend.
In this guide, we’ll break down what each match type does, when to use them, and how to make the most out of your Google Ads campaigns.
Why Understanding Keyword Match Types Is Crucial for Your Ads
Keyword match types are a fundamental component of Google Ads, as they determine which searches will trigger your ads. By controlling the scope of your targeting, match types allow you to strike the right balance between maximizing reach and ensuring relevance, which is essential for optimizing your ad spend and improving ROI.
- Maximizing Reach: Broad match allows your ad to be shown for a wider range of related searches, helping you reach more people.
- Optimizing Relevance: Phrase and exact match types narrow down the audience to users who are more likely to convert, improving the overall relevance of your ads.
A well-executed keyword match strategy reduces wasted clicks by targeting only the most qualified traffic, ultimately improving your ROI. By carefully choosing the right match type based on your campaign goals, you can ensure that your ads appear for searches that truly matter and avoid overspending on irrelevant traffic.
Real-World Example:
Let’s say you’re running an ad campaign for pendant lights. Here’s how each match type would trigger your ad:

As you can see, broad match triggers a wide range of related searches, giving you the maximum exposure and the highest risk of irrelevant traffic. Phrase match narrows the scope, but still offers flexibility, while exact match ensures that your ad is only shown for the most precise, relevant searches. Each match type has its role, depending on your objectives, but understanding how they work allows you to better allocate your ad spend and target users who are more likely to convert.
Keyword Match Types Explained (With No Fluff)
Let’s break down each match type and explore when to use them, why they matter, and how they can boost your campaign’s performance.
A) Broad Match: Maximizing Reach
What It Is: Broad match is the default keyword match type in Google Ads. When you use broad match, your ad can show for a wide variety of searches related to your keyword, including synonyms, variations, and related terms. It casts the widest net, helping you reach a large audience

When to Use It: Broad match is best for brand awareness and early-stage campaigns. It’s ideal when you’re still figuring out which keywords drive traffic and want to cast a wide net to see what works.
Example: If you target the keyword “running shoes,” your ad could show for searches like “buy shoes,” “best running sneakers,” or “sports footwear.”
Pro Tip: Broad match can quickly drain your ad budget if not controlled. Use negative keywords to filter out irrelevant terms (e.g., “cheap running shoes”) and combine them with Smart Bidding to optimize ad spend and performance.
B) Phrase Match: Balancing Reach and Relevance
What It Is: Phrase match narrows down the targeting compared to broad match. Your ad will only show if the search query contains the exact phrase (or close variations), with additional words before or after. It offers a good balance between reach and relevance.

When to Use It: Phrase match is perfect for mid-funnel targeting where users have already shown interest but might still be refining their searches. This is your go-to choice when you want to balance reach with relevance and improve targeting without being too restrictive.
Example: Targeting the keyword “luxury vacations” could trigger ads for searches like “best luxury vacations in Europe,” “affordable luxury vacations,” or “luxury beach vacations.”
Pro Tip: Phrase match allows for flexibility, but to avoid wasting budget, regularly update negative keywords to filter out less relevant traffic. For example, add negative keywords like “cheap” or “budget” if your target audience is looking for premium options.
C) Exact Match: Maximum Precision, High ROI
What It Is: Exact match is the most precise match type. Your ad will show only when the search query exactly matches your keyword, or very close variations (e.g., misspellings, singular/plural forms, etc.).

When to Use It: Exact match is ideal for high-conversion, high-intent searches. It’s perfect when you’re targeting users who are already searching for exactly what you offer, ensuring maximum relevancy and a higher likelihood of conversion.
Example: If you target [Luxury Caribbean Cruises], your ad will only appear for searches like “luxury Caribbean cruises” or very close variations. This ensures that only users with clear, high purchase intent see your ad.
Pro Tip: Exact match typically delivers the best ROI but can sometimes miss out on traffic. Pair exact match with negative keywords to block irrelevant variations, such as “cheap Caribbean cruises” or “budget cruises.”
Each match type serves its purpose depending on your campaign goals. Broad match is great for discovery, phrase match for refinement and exact match for precision and high-value conversions.
Negative Match Keywords: The Secret Weapon
What They Do:
Negative match keywords are the hidden gem in your Google Ads strategy. They prevent your ads from showing up for irrelevant or low-quality searches. By excluding certain terms, you can filter out traffic that doesn’t align with your objectives. This ensures that your ad spend is focused on users who are more likely to convert.

Why They Matter:
Negative keywords can have a massive impact on your campaign performance. They help reduce wasted clicks, which ultimately leads to a higher click-through rate (CTR) and improved ROI. By eliminating irrelevant searches, you only pay for clicks from users who are truly interested in what you’re offering.
Imagine running ads for high-end products but getting clicks from bargain-hunters. Negative keywords protect your budget from this type of waste and ensure your ads only reach those most likely to convert.
Example:
Let’s say you’re advertising a luxury hotel. The last thing you want is for your ads to show up for people searching for “cheap hotels” or “budget stays.” By using negative keywords like “cheap” and “budget,” you’ll make sure your ads only appear to users who are searching for premium options, improving your chances of landing high-value clicks.
Pro Tip:
To maximize the effectiveness of negative keywords, build comprehensive lists that exclude terms irrelevant to your business. Continuously monitor and refine these lists, especially if you notice that certain terms are triggering your ads but not converting. It’s a proactive strategy that will pay off in terms of better targeting, fewer wasted clicks, and a more efficient ad spend.
Why They Matter:
Negative keywords can have a massive impact on your campaign performance. They help reduce wasted clicks, which ultimately leads to a higher click-through rate (CTR) and improved ROI. By eliminating irrelevant searches, you only pay for clicks from users who are truly interested in what you’re offering.
Imagine running ads for high-end products but getting clicks from bargain-hunters. Negative keywords protect your budget from this type of waste and ensure your ads only reach those most likely to convert.
Example:
Let’s say you’re advertising a luxury hotel. The last thing you want is for your ads to show up for people searching for “cheap hotels” or “budget stays.” By using negative keywords like “cheap” and “budget,” you’ll make sure your ads only appear to users who are searching for premium options, improving your chances of landing high-value clicks.
Pro Tip:
To maximize the effectiveness of negative keywords, build comprehensive lists that exclude terms irrelevant to your business. Continuously monitor and refine these lists, especially if you notice that certain terms are triggering your ads but not converting. It’s a proactive strategy that will pay off in terms of better targeting, fewer wasted clicks, and a more efficient ad spend.
5. How to Change Keyword Match Types in Google Ads
Step-by-Step Guide:
Changing keyword match types in Google Ads is simple and quick. Here’s how to do it:
- Log into Google Ads: Start by logging into your Google Ads account.
- Select Your Campaign: Navigate to the campaign where you want to change the match types for your keywords.

3. Go to the Ad Group: Within your selected campaign, go to the specific ad group that contains the keywords you want to modify.

4. Edit Keywords: Under the “Keywords” tab, click the pencil icon or select the keywords you want to modify.

5. Change Match Type:
- Broad Match: Simply enter the keyword with no symbols (e.g., pendant lights).
- Phrase Match: Add quotation marks around the keyword (e.g., “pendant lights”).
- Exact Match: Place the keyword in square brackets (e.g., [pendant lights]).

6. Save Changes: Once you’ve updated the match types, click “Save” to apply your changes.
Actionable Tip:
When adding new keywords, always use the correct symbols for each match type. This ensures your ads will trigger the right search queries. It’s a simple but effective way to control the reach and relevance of your ads, optimizing your campaigns for better performance and ROI. Monitor your keyword performance and adjust the match types as needed to fine-tune your strategy continually.
Refine Your Campaigns and Landing Pages
Once you’ve optimized your keyword match types, it’s time to refine the next key component of your PPC strategy: your landing pages. A seamless connection between your ads and landing pages not only enhances user experience but also drives better results for your campaigns.
Why It Matters:
If your keyword match types are aligned but your landing page doesn’t provide the relevant content users expect, you’ll see poor performance—higher bounce rates and lower conversions. Ensuring that your landing pages reflect the keywords and intent of your ads will keep users engaged and increase the likelihood of conversions.
How to Do It:
- Align Content: Make sure the messaging on your landing page matches the intent of the keywords you’re targeting. If you’re targeting “luxury vacations,” the landing page should feature high-end vacation packages with premium options.
- Ensure Relevance: If your ad targets a specific product, like “pendant lights,” ensure that the landing page prominently displays these products with compelling visuals, detailed descriptions, and clear calls-to-action (CTAs).
- Optimize for Speed and Mobile: A fast-loading, mobile-optimized landing page is essential. Google prioritizes user experience, and so should you. Slow pages or non-responsive designs can lead to a poor user experience and wasted ad spend.
- A/B Test: Experiment with different headlines, CTAs, and product placements on your landing pages to see what resonates most with your audience. Use tools like Google Optimize to test different versions.

Pro Tip:
Combine your keyword match type strategy with smart bidding methods like Target CPA (Cost Per Acquisition) or Target ROAS (Return On Ad Spend) to supercharge your performance. These bidding strategies help you focus on conversions and optimize your budget effectively, ensuring that you’re not only targeting the right audience but also driving the best results for your campaign.
7. Final Takeaways: The PPC Playbook
As we wrap up, let’s quickly revisit the key strategies that will help you dominate your PPC campaigns with the right use of keyword match types.
Start with a Balanced Mix:
To maximize ad performance, begin by incorporating all three match types—broad, phrase, and exact.
- Broad match is perfect for discovery and brand awareness.
- Phrase match offers a sweet spot for refining your targeting as you gather more data.
- Exact match should be reserved for your high-conversion, high-intent keywords to boost ROI.
Monitor and Fine-Tune:
The work doesn’t stop once you’ve set up your campaign. Regularly review your search term reports to identify any new opportunities or areas where your targeting needs adjustment. Fine-tuning these details ensures that you are always reaching the most relevant audience.
Leverage Negative Keywords:
Don’t forget about the power of negative keywords. Use them aggressively to block irrelevant searches that could waste your budget. This helps ensure that your ads are only shown to the most relevant audience, improving your CTR and ROI.
Pro Tip:
Let data drive your strategy. Test different match types, keywords, and bidding strategies, and continuously adjust based on performance. A/B testing is crucial, as it lets you experiment with changes without committing to a single approach. The goal is to learn and optimize as you go, ultimately driving the best results from your campaigns.
By following these strategies and making data-driven decisions, you’ll keep your ads highly relevant, improve your return on investment, and ensure that every dollar spent is working as hard as possible for your business.
Conclusion: Ready to Maximize Your PPC Results?
Now that you’ve got a solid understanding of keyword match types and how they can transform your Google Ads campaigns, it’s time to take action. Whether you’re looking to expand your reach, improve your targeting, or drive more conversions, implementing these strategies will ensure that your ad spend is working smarter, not harder.
At Run PPC, we specialize in optimizing PPC campaigns to help businesses like yours achieve better ROI, reduce wasted clicks, and generate more qualified leads. If you’re ready to level up your Google Ads strategy, contact us today. Let’s work together to create a tailored PPC plan that drives results and grows your business.
Don’t waste another dollar on inefficient ad campaigns—take control of your PPC strategy with Run PPC. Reach out now and start seeing the difference!
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